8 Secrets To Excel In Ecommerce Content Marketing
Content is the new currency of the digital era, offering the best and most effective way to reach out and engage with your audience. Time and time again, it has been proved that the content is king and although people claim about content is all just the buzz and no substance, the numbers don’t lie. Content marketing works, but only if you do it right. Questions about content marketing ROI are probably the ones we hear most from marketers who are struggling to build their own business case internally.
We know our customers are turning out advertising. And we know that as consumers, we are all consuming more information online. We are looking to get informed and we are looking to be entertained. We don’t care where the content comes from. But building the business case is often a tricky proposition. It is also important to remember that everyone inside the business creates content. And creators love their content though the content may stink. How do we build the business case for content marketing and answer the ROI question before we even really get started? It starts by building a strong business case that doesn’t just directly attack people, their teams, or their budgets.
How effective is your content at driving traffic to your website? Even if your content is performing well, there’s always room for improvement. But contrary to popular belief, this doesn’t require a new blog post every other day. As a matter of fact, you can drastically boost your website’s SEO traffic growth with just a single blog post. Content marketers have a challenge. They’re tasked with creating content to attract, engage, and retain customers, but those marketers can never really be certain what specific content will resonate with their intended audience.
Here are the 8 secrets you need to know for effective content marketing:
An Eyecatching Headline
If there’s one thing great content pieces have in common, it’s that they all start with a killer headline. If you think about it, it’s easy to see why. When people pick up a book or come across a blog post shared on Facebook, what gives them an idea if it’s any good and worth reading – the headline. A good headline has the ability to pique a reader’s interest, compelling him to dig deeper into the content piece, which encourages social media users to share content.
People’s attention spans on the internet is short, so using your content to generate interest can be a real challenge. You can use clickbait titles to pique the reader’s curiosity so they will want to click through to your site. However, Clickbait titles will fail if they don’t deliver what the reader expects. An effective headline has to be crafted with your readers’ interests and needs. It should answer the fundamental questions – what is it about? Why is it important? Why should I read it? Headlines should start with these questions in mind first. Everything else should follow this basic tenet.
Photo captions leverage the power of an image, grabbing people’s attention, and sending a message quickly. Captions under images are read on average 300 percent more than the body copy itself. Use cuteness to make your content more engaging. Another thing that you can do with your visual content to make them stand out is to tap into people’s natural desire for cuteness. Why infographics are so successful? Again, infographics appeal to people’s natural inclination towards imagery, offering a visualization of information or ideas in a simple but terrifyingly effective manner.
If you’re on a budget, you can use sites like Venngage to make infographics using free templates. A killer visual asset is far more than just window dressing. It actually provides even more opportunities to build links to your site. Lengthy content is great. There’s no doubt about it. By introducing visual elements, you’ll enhance the shareability and memorability of your content—great qualities on their own—as well as open your content up to a larger user base. But make no mistake: any old visual element won’t do. Instead, we’re looking for something much better than that: a killer visual asset.
Make Blogging Essential
Blogging is the cheapest and most basic form of content marketing, and even if it’s been around since the Web 1.0 days, it’s still here for a good reason: it works. Although there are many types of content you can include in your content marketing strategy, blogging is still the cornerstone of it all. You’re now ready to put digital pen to virtual paper and write your epic content. While the stakes may feel higher, doing so is no different than creating any other piece of content. You’ll just be creating it on a much grander scale.
As ever, you should aim to include as many content marketing enhancements as you can. These ensure you’re maximizing your content’s shareability and guaranteeing your epic content stands head and shoulders above the rest. Once you receive a response, it’s time to hand over the list of links and suggest your content. But remember: this isn’t a time to pitch! Instead, your response should aim to point out your content, and suggest that it might make a good addition to their page if they want to add it. By employing this method, the site owner will be far more likely to include your link as a thanks for pointing out their broken links.
Regularly Updated Content
The beauty of blogging also lies in its ability to let you publish content frequently. However, I wouldn’t recommend publishing a blog post every day. Technically, there’s no harm in doing it on a daily basis, but most businesses tend to enter the territory of diminishing returns that way, especially when you compare audience engagement between high and normal blog publishing rates. While doubling publishing rates on a blog leads to an increase in traffic compared to the benchmark rate of usual weekly blog posts.
In fact, audience engagement drops when post frequency increased, showing that users can only take so much content before they lose interest. Simply put, the additional resources required to churn out more content might not be worth the small gains in traffic. The pain is not worth the gain. While consistent blogging is important for both SEO purposes and audience engagement, the better approach is to focus on quality instead of quantity.
Personal, Informative And Creative
Create content that is useful, informative, or entertaining. You want to create useful, informative, or entertaining content. Each of those forms in some way focuses on what your audience — your customers and potential customers — wants. Useful content is the highest order. It helps your reader or viewer solve a problem or learn an important task. It has instructional value. Informative content may help your reader or viewer make a better choice or discover new topics of interest. Entertaining content distracts, relieves, and amuses. Great marketers have immense empathy for their audience.
They can put themselves in their shoes, live their lives, feel what they feel, go where they go, and respond how they’d respond. That empathy comes out in content that resonates with your audience. When you create a well-rounded representation of your ideal customer, what you’re really tuning in to is the way your people view the world. And when you understand the worldview your prospects share — the things they believe — you can frame your story in a way that resonates so strongly with them that you enjoy an ‘unfair’ advantage over your competition. As you create content, have your audience in mind; write to them and for them; and take positions to guide or inspire them.
Taking a position can be risky. It means you have to do a little more work researching or experiencing the things you create content around. If your business is going to have an opinion or is going to take a position of leadership, you’ll need to know you’re right or you are at least right for your audience. The good news is your extra work should pay off. Better to produce one thoughtful piece — which is useful, informative, or entertaining for your readers — than to create a dozen bland posts. As you write, there are patterns or concepts that trigger known psychological responses.
One of the easiest tools to employ is the rule of three. It’s no accident that the number three is pervasive throughout some of our greatest stories, fairy tales, and myths. It all comes down to the way we humans process information. We have become proficient at pattern recognition by necessity, and three is the smallest number of elements required to create a pattern. This does require a bit of work since you will need to organize your ideas into threes. For example, ask yourself what kinds of content you should produce. If you answered useful, informative, or entertaining, you’ll recognize this technique’s power.
Now’s your chance to wield your visual asset like a link-building weapon. By reaching out to relevant sites, you can draw attention to your new visual asset and establish long-lasting backlinks in the process—backlinks that you wouldn’t have been able to land any other way. Visual link building begins just like any other kind of link building: by finding sites that write on topics relevant to your visual asset.
Found a relevant site? It’s time to make contact! But rather than run in shouting the virtues of your visual asset, look to open a channel of communication by focusing on their site, their content, and a small mention of your visual asset. Your visual asset might be great in its own right, but by adding further incentives for a prospective site owner, you’ll increase your chances of landing a link. How do you do this? By promising even more content to accompany your visual asset. By doing so, you’ll increase the chances of successfully landing a contextual link, which provides a far greater benefit for your site than regular embedded links that accompany most visual content.
It’s a fact: the effective use of keywords forms the basis of any high-ranking site. The same philosophy applies when you’re creating epic content, too. In fact, ensuring your content is built around keywords that are highly relevant to your business is the most important step of all. Epic content doesn’t just increase your business’s standing as a go-to expert within your industry. It also provides one of the most effective link building opportunities available. That’s because content that provides worthwhile, meaningful, lengthy information on a subject is far more likely to be read and shared.
So when it comes time to build these links, you want to ensure you’re boosting your relevancy—and rankings—for the lucrative keywords that your site is hoping to rank for. Use tools such as Google Keyword Planner or KeywordTool.io to find highly searched, relevant keywords. These will often be the primary keywords your site is already targeting. Use these exact long tail phrases as headings and subheadings, and you’ll further boost your keyword usage and ensure you’ve covering the topics users are searching for.
All great content starts with an idea. But how can you be sure your ideas are the right fit for your business, website, or audience? With topic validation. Sure, you probably have the keywords required to write the content. But researching the right topic that utilizes entirely is a different idea, By using tools like Buzzsumo Alltop, Quora, and even Google Trends to research and validate your topic before you start writing, you’ll ensure you’re not just creating content for content’s sake.